Most accountants claim to get most of their new clients through good referrals. That’s the right kind of referrals of course, but, let’s be honest – the word ‘good’ is doing a lot of heavy lifting there.
Plenty of accountants get referrals to people who “just need an accountant”. Or a ‘cheap’ accountant. Or they need specialist advice you don’t provide.
The magic of a good referral is that it’s a warm lead to an ideal new client. There’s built-in trust. They already believe you’re good at what you do. And good referrals rarely quibble about your fees.
But generating more of these good referrals? That’s where it often goes wrong.
The website mistake that costs you referrals
One of the biggest blind spots is assuming your old, incomplete, or uninspiring website doesn’t matter.
You think, “Well, I’m still getting referrals despite it.”
True. But how many GOOD referrals have been put off after looking you up? Some have contacted you regardless which is why it’s reasonable to assume your website doesn’t matter. But, how many more referrals were unimpressed or discouraged and never reached out to you?
When someone is referred to you, they’ll often check your website before they make contact. If it’s underwhelming or doesn’t reinforce what they’ve been told about YOU, they may quietly disappear. You’ll never know they were referred.
Assuming it doesn’t matter is, at best, naive. At worst, arrogant.
Your website should reinforce the positive things people say about you. If it doesn’t, you’ll keep leaking good opportunities you never even knew existed.
Why asking for referrals feels awkward (and how to fix this)
“Ask for referrals.”
You’ve heard that advice before. Maybe you’ve even included such a request in your email signature.
Asking for referrals to “Anyone who needs an accountant” is too vague to be sure of generating good referrals. The ones you really want.
Do you really want to spend time with ANYONE who needs an accountant? Regardless of:
- the size of their business?
- whether they want guidance on how to do things themself?
- whether they really need specialist tax guidance?
- any other specialist support they need?
- their past experience with other accountants?
- their ability to pay the sort of fees you want to get paid?
Here’s a better way to think about it….
Referrals involve three people:
- You – hoping to be recommended.
- The Referrer – someone who knows and trusts you.
- The Target – the person you’d like to speak to.
That third point is key. The name of a company isn’t enough. “I’d love to work with Barchester Builders” means nothing unless your referrer knows someone inside the firm. Even then, not everyone in that firm will be relevant.
Referrals only work when your referrer has a relationship with the right person.
Maybe: “The MD of that local construction firm you play golf with” ?
Referrals work when your referrer knows someone specific AND wants to help you.
People who know, like, trust and respect you professionally make referrals when two things are true:
- They can help you (i.e. they have influence or access to your target)
- They want to help you
Referrals also happen when people don’t know you very well but they want YOU to send referrals their way. They have been told that if they make referrals to you that you will then feel obligated to reciprocate. They hope you will do this even if the person they referred to you isn’t ideal. It’s the thought that counts.
Indeed, this is true sometimes. But, if they don’t know you well then the chances of you getting a good referral from a relative stranger are quite low.
That’s why your professional credibility is just as important as your likeability. Indeed, if the other person is willing to make referrals to you despite not knowing much about you, what does this say about their own professionalism?
Friendship helps, but it’s not enough. If you’re asking for introductions, make sure you’re not risking the other person’s credibility. No one wants to look daft for recommending someone who turns out to be flaky.
How to ask for referrals (without sounding desperate)
Here’s what doesn’t work:
“If you know anyone who needs an accountant, send them my way.”
That leaves the referrer doing all the work. It’s vague. It’s forgettable.
Instead, be specific. Painfully specific.
Try this:
“You mentioned your client Anna is expanding her business and doesn’t think much of her accountant. Would you feel comfortable introducing me? I think I could help her make sense of the tax issues before she hires more staff.”
Or this:
“You said your client Steve just sold his business. Would you be okay introducing me? I’ve helped others in his position avoid or reduce unexpected tax hits.”
Each version makes it easy for the referrer. They know WHO, WHY, and HOW they’re helping you.
Consistency beats luck
Getting good referrals isn’t about luck. It’s about habits.
Make it part of your weekly rhythm. Aim for one specific referral request per week. That’s over 40 a year.
Even if only half come off, that’s 20 valuable new conversations.
How much would that be worth to your practice?
Ready to fine-tune how you get better referrals?
If you’d like to explore how you can consistently generate better, warmer referrals — let’s have a conversation.
It’s probably not about big, fancy strategies. It’s more about subtle tweaks that make it easier for people to refer the RIGHT kind of clients to you.
If that sounds useful, let’s talk 1-2-1.
